A few lifetimes ago, I worked at a small company where the VP shared with me why we had some "caddilac" service plans (ie, super expensive, cost/benefit=unreaso

A few lifetimes ago, I worked at a small company where the VP shared with me why we had some "caddilac" service plans (ie, super expensive, cost/benefit=unreasonable). His reply: These are the showroom-only models where customer won't buy but will feel their (already expensive) not as high end plan is more reasonable. Essentially it's a part of product marketing segmentation where you create an unobtanium segment that's only there to sell other segments.